The future of television consumption, advertising, marketing and content distribution is a rapidly-changing environment, meaning ITV must be equipped with the tools and capabilities to navigate the changes and maximise future opportunities. One of the ways this is to be achieved is through a cultural shift in the way data is shared, used and obtained in all areas of the organisation, which is why data mesh has been chosen.
A core principle of data mesh is to decentralise data ownership to the teams within an organisation that understand it best, breaking down barriers and creating a culture of trusted data sharing. Multiple data products were built within the data mesh environment, including an audience data product that consumes viewer, viewing activity and content data products, utilised by the marketing team to analyse the shift in audience trends in minutes rather than months.
This has optimised the data journey by reducing manual tasks, improving collaboration and increasing transparency with the long-term target of doubling revenue by 2026 and demonstrating ITV as a leader in UK streaming services.
